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旅游商品是欠发达民族地区延伸旅游产业链,提高旅游收入效应的关键途径,但旅游商品的游客感知特征长期以来缺乏研究。本研究以吉首市为案例地,通过实地调查,利用IPA模型和SPSS统计方法分析了吉首市旅游商品的游客感知特征。结果发现,整体上游客对旅游商品的实际体验未达到预期,游客旅游购物满意度水平低。IPA模型的指标分类发现,第一象限中需要保持和优化的指标有4个;第四象限需要弥补的有1个;其余两个象限虽有7个指标,但游客重视程度不高,不需要太多关注。在指标分类的基础上文章进而提出了旅游商品的对策。
Traveling goods are the key ways to extend the tourism industry chain in underdeveloped minority areas and increase the income effect of tourism. However, the tourist perception characteristics of tourism goods have long been lack of research. This research takes Jishou City as an example to analyze tourist perception characteristics of tourist commodities in Jishou through field survey, IPA model and SPSS statistical method. The results showed that, on the whole, the actual experience of tourists on tourism products did not meet the expectation, and tourists’ shopping satisfaction was low. IPA model index classification found that the first quadrant need to maintain and optimize the index of 4; quadrant quadrant need to make up for one; the other two quadrants although there are seven indicators, but the degree of attention of tourists is not high, not required Too much attention. Based on the index classification, the article puts forward the countermeasures of traveling goods.